A Smart Bear · Jason Cohen
articleprincipleStrategic choices: When both options are good
22 February 2026Profit
Source excerpt
About A Smart BearReal strategy means choosing between two good options and accepting all the consequences--even the painful ones you don't like.
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Apollo layer
What a founder can learn
Founder takeaway
Strategy is not picking the obvious winner; it is committing to one attractive path over another and accepting the tradeoffs that come with that choice. Judge options by which set of benefits and painful consequences best fits the company you intend to build.
Why it matters
Trying to keep every good option open fragments scarce time, capital, and attention. Explicitly accepting a choice’s downsides enables clearer priorities and more consistent execution.
Relevant guides
Put it to work
Name two good options you are currently preserving. For each, list the benefits, the consequences you would rather avoid, and what you must stop doing if you choose it—then commit to the tradeoff that best supports your strategic direction.